Analyzing Niche Product Choice on Internet: Implications for Companies Pursuing Micro Marketing Strategy

Student: Utemisheva Sabina

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2016

Graduate qualification work examines online consumers' preferences in niche products. In this work key and related concepts of micromarketing were dismantled, online consumer behavior in niche products and micromarketing strategy in promotion of these products were analyzed, and also the phenomenon of conspicuous consumption was analyzed. The main focus in this work given to relation between niche products and conspicuous consumption on the Internet. To prove relation of this phenomenon with niche products survey and expert interview were made. On the basis of obtained results recommendations for companies pursuing micromarketing strategy were provided.

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